Assessing the Consumer Perspectives Significance of Price Acceptability & Promotional Offers in Digital Marketplace
Keywords:
price acceptability, promotional offers, consumer behavior, e-commerce businesses, digital marketplace, etc.Abstract
Online shopping platforms have grown in popularity in the modern digital age, made possible by technical developments. To keep up with the competition, firms need to understand customer behavior and preferences as e-commerce operations develop rapidly throughout the globe. This research delves into the several aspects that influence customer behavior when they shop online. The study included a quantitative survey of 125 Malaysians who regularly purchase online. Tests using Multiple Regression Analysis showed that variables including price acceptability, product quality, promotional offers, and online reviews substantially impact consumers' online purchasing behavior. Marketers and retailers, according to the survey, should prioritize using these components in their online marketing campaigns that target members of Generation Z and Y. The results also help marketers and merchants understand what factors influence customers' online behavior and purchases, which adds to the body of knowledge in the field of online retail.
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